Re:creation to bring back Squinkies with big plans for the UK

Squinkies, the toy craze from 2011, is returning to the UK courtesy of Re:creation.

The new line of collectable mini themed characters, called Squinkies Do Drops, will launch with over 150 Squinkies and 50 ‘Dos to collect.

Following a successful launch in the US, Re:creation believes it will once again become a major UK craze when it lands in Q1 2017.

“Squinkies were an absolutely massive UK craze when they were first launched in 2011, becoming one of the hottest toys of the time and ending the year as the sixth best new property by value (NPD YTD Dec 2011,” Jonathan Kirkley, marketing director at Re:creation told ToyNews.

“The range resonated so well with girls first time around that now they’ve been in hibernation for five years, it’s the perfect time for a new generation to discover the world of Squinkies ‘Do Drops.

“Blip launched the range in the US this summer and the initial sales reads are exceptional. Squinkies is a proven success story and this time around there is even more to be excited about with added features and extended play.

“Also, the time out of the spotlight has allowed Blip to develop new products, features and some incredible digital assets such as the animated Squinkisodes.”

The biggest change for Squinkies this time around is that they can be personalised with ‘Dos, which are interchangeable add-ons such as hats or wigs.

It’s an addition that will feature heavily in Re”creation’s expansive marketing plans for the brand, a campaign in which TV will play a key role.

“Blip is truly excited with the appointment of Re:creation as distribution partner for Squinkies ‘Do Drops in the UK,” said Rick Mershon, Blip VP of sales and marketing.

“Given the Re:creation team’s track record in brand development and management coupled with the early successes we are enjoying within the US for the relaunch of this legacy brand, it seems a perfect marketing match to bring the new world of Squinkies ‘Do Drops to a whole new group of kids in the United Kingdom.”

This year will see the return of toy icons Stretch Armstrong, View-Master and Teletubbies to shelves. This week, while we're feeling all nostalgic, the ToyNews team is making pleas to the industry to bring back some other classics. Next up, Robert Hutchins discusses his love of Boglins.

Created by Cepia LLC, the range is currently a hit in the US. Re:creation will be the exclusive UK distributor for the toys that enable kids to unlock magical adventures with an animated dragon or dragon princess that resides inside each wand.